The Success Is In The Web Analytics

Not sure how I missed this (probably cause I’m really that special), but ClickZ’s Zachary Rodgers tell us that Google is now offering customized Placement Performance reports to tell advertisers where they ads were displayed, giving them site performance metrics by domain, URL, impression, click, conversion and cost. This is very huzzah-worthy news.

With the release of these new reports, search marketers are offered considerably more control over the success of their campaigns. Now, on top of the other Web analytics information Google provides, search marketers are able to see which sites their ads performed well on, as well as identify the sites where the interest isn’t so great. They’re then able to use Google’s site exclusion tool to direct Google to only show ads on the high-performing sites. Even savvy search marketers can’t really ask for more than that.

Director of Product Management for AdSense Brian Axe believes the new report will be beneficial to publishers, advertisers and users alike. We completely agree.

Besides just the increased Web analytics information, advertisers will be excited about the new Placement Performance reports because it ensures they’re getting what they paid for. You may remember a little over a year ago when Ben Edelman outed Yahoo for its click fraud troubles. One of the issues Ben pointed to was Yahoo’s alleged habit of placing ads on known spyware sites, not the high-quality sites users were promised and paid for. This new report from Google increases transparency and helps advertisers to make sure their ads are running on the appropriate sites. In the end, it gives them more control over their pay per click campaigns.

While we’re on the subject of Google Analytics, it’s worth mentioning that the service is now officially out of beta (rejoice!) and has been upgraded with new features, including:

One response to “The Success Is In The Web Analytics”

Thanks for the insight on the Google offering for web analytics.
I have tried many tools available on the web like Sitemeter, Statcounter , GoStats, Mint.
GoStats is what I have liked so far.
Will try Google Analytics too.

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